Sunlight: The Mekong Connection

Sunlight, a dishwashing brand, used hyper-local targeting to reach rural consumers in Vietnam with the promise of free mobile data.

Campaign details

Brand: SunlightLead Agency: MindshareRegion: Vietnam

Strategy

Objective

Despite being the market leader in rest of Vietnam with 57% market share, Sunlight has always been a distant number 2, while a local brand is No.1 in the rural areas of Mekong Delta.

Sunlight has been trying to challenge No.1 position of this local brand for a few years.

The objective for Sunlight was:

  • To win over Mekong Rural Consumers from the local brand.
  • To reconnect with its audiences in a more exciting and relevant manner
Target Audience

Our target consumers are constantly busy with...

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